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What is an attribution model?

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  • A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
  • A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.
  • A set of statistical rules that helps you define the credit assigned to each interaction a visitor takes along their buyer’s journey at your organization.
  • A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

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